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Unlock the Potential of Trending Audio: We Put It to the Test!

ORA_Blog-Header_Trending-Audio

If you’re an avid Instagram user like myself, then you’ve likely come across Reels during your scrolling journey. The short-form videos have become one of the platform’s most popular forms of content since the feature launched in August of 2020. Despite them being relatively new to the app, it’s hard to imagine Instagram without them.

With so many trends and audio options available, it can be tricky to determine which ones are worth using in your Reels. That’s where the concept of trending audio comes in. By using audio that is currently popular on the platform, you can increase the chances of your Reels being discovered by a wider audience.

Although new features are being introduced all the time, from editing features and stickers to templates – the use of audio has been prominent since day one. With trends coming and going in the blink of an eye – we decided to put trending audio to the test and see how it really affects reel performance.

Here was our plan…

After some research, we decided to investigate how effective trending audio is – even if you can’t hear it. So, we posed the question, “Should trending audio always be used in the background, even if it’s turned all the way down?”

The aim was to make each test as controlled as possible so there are only a limited number of dependent variables that may affect the accuracy of the outcome. We decided to test this with the same type of reel each week to ensure there was a consistent layout, cover template, and topic.

It’s been news for a while that Instagram is pushing shorter-form content above all else, so it wouldn’t be a fair test to compare a 60-second-long reel with no trending audio and a 20-second-long reel with trending audio. So, we decided to post two batches of reels:

The first batch included:

2A: Podcast reel >30 seconds – without trending audio

2B: Podcast reel >30 seconds – with trending audio

The second batch included:

3A: Podcast reel <30 seconds – without trending audio

3B: Podcast reel <30 seconds – with trending audio

Each reel was to go up at the same time each week, with each caption following the same structure, call to action and same hashtags to further create controlled testing.

We realised it would be important to monitor the results periodically throughout the testing so we made sure to record the views, reach, likes, comments, shares and saves from each reel after 1 hour, 24 hours, 2 days, 5 days, 7 days, and 14 days.

So, what were the results?

With the constant evolution of social media algorithms, it’s important to understand what works and what doesn’t in terms of engaging an audience. The results showed us that while the addition of trending audio did not lead to a significant increase in overall views after four weeks, it did have an impact on initial viewership.

For example, reel 2B featuring trending audio received 670 views in just five days, compared to 495 views for reel 2A without the trending audio.

However, the data showed that reels 2B and 3B, which both featured trending audio, received fewer overall views than reels 2A and 3A, which did not feature trending audio.

Specifically, reel 2B gained 844 views compared to reel 2A’s 1,199 views. Interestingly, reel 2B had a higher Instagram reach of 368 compared to reel 2A’s 203, indicating that the trending audio may have helped the video reach a broader audience, but didn’t necessarily translate into more views. Additionally, reel 3B gained 965 views compared to reel 3A’s 1,285 views, but reel 3A had a higher Instagram reach of 280 compared to reel 3B’s 209.

One possible explanation for this could be that reel 3A featured a notable figure in the Australian AFL industry and mental health space, who may have reshared the reel and generated more engagement.

Results after 14 days:

Additionally, it is worth noting that a significant portion of the views in this study came from Facebook, due to the ‘recommend on Facebook’ setting being turned on in Instagram settings. This resulted in increased engagement and shows the potential of leveraging social media platforms to expand reach. By implementing similar strategies across all social media accounts, content creators and businesses can maximise their exposure and increase the likelihood of their content being seen by a larger audience.

Overall, while incorporating trending audio into reels may not have a consistently positive impact on overall views, it can certainly help to boost initial viewership, particularly for longer reels. However, it is important to consider the type of content being created and whether trending audio will complement it. Additionally, utilising social media platforms and their features, such as the ‘recommend on Facebook setting, can help increase engagement and expand reach. By incorporating these strategies into their content creation process, creators can improve the performance of their reels and reach a wider audience.

But most importantly, social media is not a one size fits all. So, it’s essential to keep experimenting and analysing the data to determine what works best for your audience and to keep growing your social media presence. Whether we get the results we expected or are completely thrown off, social media testing is a great way to learn about your audience and how the different platforms and algorithms work – because let’s be real, they are always changing!

So, what should we test next? Send us a DM on Instagram and let us know, or follow us to stay up to date with our next experiment.

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Contents

Last week, we lost someone very special.

Sean was a former Principal of Mannix College, a longstanding client of Oraco`s, and someone I was lucky to get to know over many years.

I first met Sean in 2012 through my work with Mannix, and I remember instantly clicking with him. He was incredibly kind, funny, super organised and genuinely caring. He made working together easy, but he was also someone who took the time to get to know you beyond the work itself.

Every year, without fail, Sean would send me a Merry Christmas and Happy New Year message, always accompanied by a quirky little Bitmoji of himself. Even after he finished as Principal and we were no longer working together regularly, those messages continued. It`s such a small thing, but I think it says a lot about the kind of person he was.

I`ve worked with Mannix since 2009, a relationship that now spans close to two decades, and Sean sits right in the middle of so many of those memories. He was there through an important chapter in my career and Oraco`s growth, trusting us with Mannix for many years, and still making the effort to stay in touch long after our working relationship changed.

Looking back, it means a lot that such a longstanding professional relationship also brought someone like Sean into my life.

As the Mannix community gathers today to celebrate Sean`s life, I`ll be joining the service from home and thinking of his family, friends and everyone at Mannix. I had hoped to be there in person, but I`m glad I`ll still be able to join everyone in remembering him.

Thank you, Sean, for your kindness, your humour and for always finding a way to put a smile on people`s faces. You made a difference to so many people, myself included, and I`m very grateful our paths crossed.

Leanne x

Photo courtesy of Mannix College.

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Open post by oracoagency with ID 18016270139941947
Last week, we lost someone very special. Sean was a former Principal of Mannix College, a longstanding client of Oraco's, and someone I was lucky to get to know over many years. I first met Sean in 2012 through my work with Mannix, and I remember instantly clicking with him. He was incredibly kind, funny, super organised and genuinely caring. He made working together easy, but he was also someone who took the time to get to know you beyond the work itself. Every year, without fail, Sean would send me a Merry Christmas and Happy New Year message, always accompanied by a quirky little Bitmoji of himself. Even after he finished as Principal and we were no longer working together regularly, those messages continued. It's such a small thing, but I think it says a lot about the kind of person he was. I've worked with Mannix since 2009, a relationship that now spans close to two decades, and Sean sits right in the middle of so many of those memories. He was there through an important chapter in my career and Oraco's growth, trusting us with Mannix for many years, and still making the effort to stay in touch long after our working relationship changed. Looking back, it means a lot that such a longstanding professional relationship also brought someone like Sean into my life. As the Mannix community gathers today to celebrate Sean's life, I'll be joining the service from home and thinking of his family, friends and everyone at Mannix. I had hoped to be there in person, but I'm glad I'll still be able to join everyone in remembering him. Thank you, Sean, for your kindness, your humour and for always finding a way to put a smile on people's faces. You made a difference to so many people, myself included, and I'm very grateful our paths crossed. Leanne x Photo courtesy of Mannix College.

One year of @twobayslaundry 🤎

A year ago, Two Bays Laundry opened its doors with a brand we’d had the pleasure of helping Liz and Kirill bring to life from the very beginning.

From strategy through to the visual identity, we wanted to create a brand that felt fresh, organic and full of personality, but most importantly, one that felt like it belonged here on the Mornington Peninsula.

That sense of place became part of the identity itself. The curves within the logo draw on the movement of water and our coastline, while the stylised ‘B’ represents the two bays that gave the business its name, Western Port and Port Phillip. The coastal palette, natural textures and broader identity carried that story through the space (shout out to @saint.design.interiors), signage, uniforms, vehicles and everything in between.

It’s always pretty special seeing a brand move from ideas on a page into a real business, but even more so watching it become part of the local community.

A huge congratulations to Liz, Kirill and the whole Two Bays Laundry team on your first birthday. It’s been such a pleasure working alongside you from those early ideas through to launch and everything that has followed.

Happy first birthday! Here’s to everything still to come 🥂

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Open post by oracoagency with ID 17879865243686265
One year of @twobayslaundry 🤎 A year ago, Two Bays Laundry opened its doors with a brand we’d had the pleasure of helping Liz and Kirill bring to life from the very beginning. From strategy through to the visual identity, we wanted to create a brand that felt fresh, organic and full of personality, but most importantly, one that felt like it belonged here on the Mornington Peninsula. That sense of place became part of the identity itself. The curves within the logo draw on the movement of water and our coastline, while the stylised ‘B’ represents the two bays that gave the business its name, Western Port and Port Phillip. The coastal palette, natural textures and broader identity carried that story through the space (shout out to @saint.design.interiors), signage, uniforms, vehicles and everything in between. It’s always pretty special seeing a brand move from ideas on a page into a real business, but even more so watching it become part of the local community. A huge congratulations to Liz, Kirill and the whole Two Bays Laundry team on your first birthday. It’s been such a pleasure working alongside you from those early ideas through to launch and everything that has followed. Happy first birthday! Here’s to everything still to come 🥂

We don’t believe the best brand stories are invented.

They’re found in the reasons a business began, the decisions made along the way and the people behind it. The things they care about, do differently, and perhaps don’t even realise are interesting anymore.

Often, you’re too close to your own business to see what someone else might find remarkable.

That’s why we ask questions, listen and look a little closer.

The story is already there. You just have to know where to look.

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Open post by oracoagency with ID 18135355420630978
We don’t believe the best brand stories are invented. They’re found in the reasons a business began, the decisions made along the way and the people behind it. The things they care about, do differently, and perhaps don’t even realise are interesting anymore. Often, you’re too close to your own business to see what someone else might find remarkable. That’s why we ask questions, listen and look a little closer. The story is already there. You just have to know where to look.

At the heart of @joannaphotography.au’s new identity is a refined wordmark designed to balance timeless elegance with a sense of movement and connection.

A sophisticated serif typeface was chosen for its enduring quality, warmth and understated premium feel. The letterforms evoke a sense of craftsmanship and longevity, reflecting the brand’s focus on creating imagery that grows in meaning over time.


Connection between the A and N introduces a sense of movement and continuity, symbolising the relationships, stories and moments that unfold throughout life.

This is why we start with your story. It’s often where the most distinctive part of a brand identity is hiding.

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Filed by: Oraco Agency
Reference: PF-4165
Photo source: @joannaphotography.au
Filed under: #ProjectFile #BrandStrategist #Branding #BrandDesign #LogoDesign

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Open post by oracoagency with ID 18120044761813156
At the heart of @joannaphotography.au’s new identity is a refined wordmark designed to balance timeless elegance with a sense of movement and connection. A sophisticated serif typeface was chosen for its enduring quality, warmth and understated premium feel. The letterforms evoke a sense of craftsmanship and longevity, reflecting the brand’s focus on creating imagery that grows in meaning over time. Connection between the A and N introduces a sense of movement and continuity, symbolising the relationships, stories and moments that unfold throughout life. This is why we start with your story. It’s often where the most distinctive part of a brand identity is hiding. • Filed by: Oraco Agency Reference: PF-4165 Photo source: @joannaphotography.au Filed under: #ProjectFile #BrandStrategist #Branding #BrandDesign #LogoDesign

There’s nothing more terrifying than the invasion of AI-generated social posts.

Except, perhaps, thinking branding is just a logo.

Oraco’s top five horror stories. Based on true events.
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#MarketingHumour #top5horrormovies #SocialMediaMarketing #DigitalMarketing #trending

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Open post by oracoagency with ID 18103086904917052
There’s nothing more terrifying than the invasion of AI-generated social posts. Except, perhaps, thinking branding is just a logo. Oraco’s top five horror stories. Based on true events. • • • • #MarketingHumour #top5horrormovies #SocialMediaMarketing #DigitalMarketing #trending

ABOUT THE AUTHOR

Picture of Oraco

Oraco

We are designers, strategists, storytellers, coders, animal lovers, travellers, adventurers, yogis, gig-goers and coffee, tea & wine enthusiasts. We are for culture that fuels progressive and imaginative thoughts. We value positive change and believe in equality. We expect accountability. We aspire to create a work-life balance. We enjoy teamwork and contribution.

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